Shoppers want firms to support Fairtrade

Published on Thursday 16 April 2009 22:02

SHOPPERS increasingly expect companies to be more accountable in their dealings with producers in developing countries amid growing support for Fairtrade products, according to a new report.

Research among 14,500 consumers in 15 countries, including the UK, showed most wanted firms to actively support community development across the world.

More than half of those questioned described themselves as "active ethical consumers", having higher expectations of the social, economic and environmental responsibilities of industry and business.

People's shopping habits rewarded or punished companies that met or failed their expectations. Half of those polled were familiar with the Fairtrade certification mark, saying they trusted the label.

"With the devastating impact of the global recession and the credit crunch, producers need Fairtrade now more than ever," said Rob Cameron, chief executive of Fairtrade Labelling Organisations International, the umbrella organisation for Fairtrade.

"It is encouraging that consumer commitment to Fairtrade remains strong in these challenging times. We are indebted to the grassroots movement who have built up support for Fairtrade. As a result, global brands see Fairtrade as an important part of their future strategy."